Our comprehensive SEO strategy revolutionized lead generation for a Senior Living provider, slashing the cost per move-in to $2,300—nearly half that of referral leads at $4,300. Within 90 days, SEO leads converted at a rate 3 times higher than referrals, showcasing not only immediate cost savings but also unparalleled efficiency in driving conversions. Discover the strategic insights and methodologies behind this remarkable achievement here:
About the Brand
A highly established operator in the senior living industry, our client offers exclusive, tailored living experiences for seniors across the united states. Their communities are meticulously designed to provide luxurious accommodations, comprehensive personal care, and an enriching social calendar. With unique amenities such as libraries, game rooms, and outdoor leisure areas, they cater to seniors looking for a refined lifestyle. Their approach integrates advanced care options with daily wellness activities, ensuring a seamless transition through different care needs while aging in place.Project Overview
In the competitive landscape of senior living marketing services, CCR Growth embarked on a strategic initiative to enhance lead generation efficiency for a prominent Senior Living provider. The goal was to demonstrate the superiority of SEO (organic) leads over referral agency leads in terms of cost per acquisition (CPA) and conversion speed.The primary purpose of this case study was to analyze the effectiveness of SEO leads versus referral leads across several metrics, including cost per move-in, conversion rate within 90 and 180 days, and the long-term conversion efficiency over 12 months. By comparing these key performance indicators (KPIs), CCR Growth aimed to illustrate the value of investing in SEO to reduce acquisition costs and shorten the sales cycle.
The Challenges
Data Collection & Integration
- Compiling comprehensive data for over 1000 move-ins for both SEO and Referral agencies across 12 months presented significant logistical challenges. Integrating data from diverse sources—CRM systems, website analytics, our data backups, and referral agencies—required meticulous attention to ensure accuracy and consistency.
Attribution & Analysis
- The prolonged conversion timeline, especially for leads taking more than 12 months to convert, complicated attribution efforts as tracking requires a lookback window of more than 12 months to compile the data accurately.
- Developing an accurate multi-touch attribution model was essential to correctly assign conversions to their initial lead sources.
Comparative Cost Analysis
- Accurately calculating and comparing the Cost Per Move-In (CPM) for SEO and referral leads involved unraveling direct and indirect costs, such as marketing spend and sales team efforts, making the cost analysis complex.
Our team implemented a multi-pronged SEO Strategy:.
The Strategy
Keyword research
- Identifying relevant keywords seniors and their families use to search for senior living options.
On-page optimization
- Optimizing website content and structure for better search engine visibility.
Content marketing
- Creating valuable content that informs, educates, and builds trust with potential residents.
Lead nurturing
- Implementing automated and personalized email and SMS campaigns to engage leads throughout their decision-making process.
The Result:
Cost Per Move-In
SEO leads converted at a significantly lower cost ($2,300 vs. $4,300 for referrals).
Conversion Speed
36% of SEO leads converted within 90 days compared to just 13% of referrals.
Long-Term Conversions
53% of SEO leads converted within 180 days, while only 36% of referrals did.
Extended Conversions
Only 13% of SEO leads took longer than 12 months to convert, compared to 26% of referrals.This case study clearly demonstrates the power of SEO in generating high-quality, cost-effective leads for Senior Living communities. CCR Growth’s strategic focus on SEO optimization significantly enhanced lead generation efficiency for the Senior Living provider. By implementing a strategic SEO approach, providers can achieve faster conversions, lower acquisition costs, and ultimately, fill vacancies more efficiently.
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